Apple has never once referred to the Apple Watch as a smartwatch. For a company as detail oriented as Apple, this is no coincidence. Apple is effectively saying that the Apple Watch doesn't belong in the same category as the Galaxy Gear (itself set to 12:45) or the lazily named Sony Smartwatch 2. The Apple Watch, Apple is telling us, is an elegantly designed device that is as much about fashion as it is about advanced technology. The Apple Watch, Apple is telling us, is a modern take on a traditional watch, not a geeky smartwatch meant for a niche audience. Setting the time on the Apple Watch to 10:09 is arguably a reflection of this mindset and underscores Apple's own understanding of what the Apple Watch is and who the intended audience is -- everyone.